Purpose: The purpose of this paper is to examine the perception of luxuriousness as a novel underlying mechanism of the shelf-based scarcity effect by using both psychophysiological measures (Study 1) and self-reported measures (Study 2). Design/methodology/approach: Two within-subject...

Purpose – The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating roles of luxury brand values, social influence and vanity on willingness to buy luxury brands....

Purpose – This paper aims to identify the key antecedents and moderators that influence consumers' willingness to purchase environmentally friendly products. Design/methodology/approach – A convenience sampling method was employed. A total of 600 self‐administered questionnaires were...

Purpose – The purpose of this paper is to examine the effects of economic nationalism and consumer ethnocentrism in the form of country of origin (COO) cues specifically “Made in […]” and “Owned by […]” on the product judgement of bi-national wine brands (brands with multiple...